The Art and  Science of SEO 

 What is it?

SEO, search engine optimization, realizes that search engines, like Google, use algorithms to rate and rank websites.  So, SEO works within those parameters to optimize:

In-depth, high quality content, keyword research, keywords, quality and freshness

Architecture-URLs, page load speed, internal links, crawl-ability, mobile apps

HTML-page titles and headings, data and meta descriptions

Trustworthiness- authority, engagement, reputation

User experience (UX) and User Interface (UI)

Linking- value, anchors, backlinks

User specifics- country, locality, user experience, history, intent

And minimize toxins affecting websites- cloning, schemes, stuffing, hiding, piracy, intrusiveness

How does SEO benefit your business?  When a website is optimized according to the SEO best practices, more people will see your website when they are searching for your type of business or service by increasing your page rankings (the lower your ranking number, the better your ranking) which increases traffic to the site, conversions and sales.  Basically, search engines want your company to give customers what they want and need to use your website.  These optimizations are the elements of what make a great website. 

Referenced from https://searchengineland.com/guide/seo